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Have you ever mixed all the ingredients for a cake, poured them into a baking pan, and then sat them on the counter hoping they would magically bake themselves?

No?

Then why would you ever invest time and money into setting up a business and then fail to do the marketing? It is like throwing a party and forgetting to invite anyone.

Even if you have all the makings of an amazing business with the best product in the world, you will not be successful without marketing.

Everything in your business depends on marketing. So, if you have been procrastinating about this, it is time to get out of your own way, stop holding your business back, and get it done.

Need more convincing? Let’s take a look at why marketing is so essential, and what you are missing out on without it.

Why Is Marketing Essential For Your Business?

Be Visible

It doesn’t matter what you are selling. Whether it’s a product, a service, or even an idea, it is impossible to sell it if nobody knows it exists. Even if your offering is superior to your competitors. The hard truth is that if they are marketing it and you are not, guess who will get the sales?

Being visible does not have to be hard. It doesn’t even have to cost a lot. It simply costs some time and some creativity.

Take Control

The only way you can be sure that the right message is getting out in the marketplace is to take control. Sometimes, people will have heard of your product without marketing. They might be discussing it, sharing reviews and opinions, and forming their own impression of your brand without any direction or information from you.

You have no control over any of this – unless you start marketing.

Marketing is your way of shaping how people perceive your brand. You should also use it to add credibility to your offerings. Ultimately, you can’t control what people say about you. But, you can provide the image, messaging, and content to convince people to see your business in the way you want them to.

Build Brand Recognition

Did you know that it can take seven interactions (or sometimes more) for a potential client to notice and remember you? Without a marketing plan, you will struggle to make that happen even once, let alone half a dozen times!

Why does it take so long? Trust is a key factor in many purchasing decisions. People are wise to spammy sales messages. They don’t like advertising that demands an instant decision. They want to get to know your business first. That is why they need so many touch points.

Utilising both online and offline marketing to target your ideal customers creates brand recognition that will boost sales and attract new clients.

Stand Out From The Competition

There is always going to be competition. Unless you have an exceptionally unique product or service, there will be others out there with the same offering as you. It could be an a small scale, or even a large scale.

Think about it this way… Imagine your products lined up on a shelf next to similar items from your competitors. Why should people choose your brand if they have never heard of you? Marketing is a way to communicate the unique advantages and personality of your brand. That way, buyers can make a conscious decision to support your business.

Grow Your Business

What would your answer be if I asked you about your business was doing?

If your answer is anything other than ‘growing’, then it could be a concern. Even if your business is performing well enough to keep you happy right now, there is no guarantee it will stay that way.

Not only do you need marketing to attract new clients and customers, but also to convince your existing customers to stick around and keep buying from you. Realistically, if your business isn’t growing, it could become stagnant and may be in danger of not lasting the distance.

So What Is The Solution?

Get out of your own way! Stop letting fear and procrastination get the better of you. Send that email, write that blog, and post that content on social media. You are doing your potential and existing clients a disservice if you don’t let them know about your business.

I know it can be hard to know what to say and when to say it. Which is why a marketing strategy will be a key part of your success. If you don’t have one on place then get in touch with me today. I can help you to plan out your marketing so that you convey the right kind of message and attract the right people to your business. Get in touch today.

Did you know that it costs five times more to bring on a new client than it does to retain a current one?

That’s a lot of money you could be wasting!

Plus, you don’t have to constantly prove yourself with an existing client like you do with a new one. Your existing clients already know how awesome your business is and how awesome you are at doing it.

Many businesses fall into the trap of forgetting about their current clients because they are too busy chasing new ones.

Here is why that is a mistake…

Chasing New Clients

While it is an attractive thought to have new clients flocking to your business, they can actually be hard work. Not only do you have to spend large amounts of advertising dollars to catch their attention, but you have to work really hard to get them over the line.

It takes a lot of trust to buy from a business, and trust does not come easily. It takes a long time to earn. That trust can take up to 12 months to build. But you need income now!

How do you get it?

By focusing on the clients you already have.

Why You Shouldn’t Forget About Your Current Clients

Aside from the cost benefits to your business, maintaining your current clients aligns with your business values. We all have a purpose. Our businesses solve real problems for other people. By ignoring the clients that have helped you build your brand you are not aligning with your own values!

It really doesn’t take much to nurture the relationship with your current clients. Stay in touch, manage their expectations and always deliver on your promises.

This will result in:

More Targeted Offers

We all want those sweet products or services that people are lining up to buy. When you have a dedicated bunch of clients, you get a true understanding of their needs and wants. That understanding will mean that you can develop the kind of products and services they need.

You can virtually guarantee the success as you are giving them what they asked for – without them having to ask. Unless you truly understand your clients, you will not be able to do that.

Once you nail the recipe, they will reward you with their trust and loyalty.

Encourage Referrals

Referrals are one of the best forms of advertising for your business. Think about how you feel when someone refers a business to you. Automatically, you feel like you can trust them, as someone you trust has used them before.

Turn that thought process around to focus it on your business. If someone has been referred to you, half of the sales process is already done before you even speak to them. You are starting on the front foot as they already have an element of trust in you.

Remember, referrals are not going to simply fall in your lap. You have to nurture your current clients so that they become your biggest raving fans. That way, they do your advertising for you and it doesn’t cost you a cent!

Increased Lifetime Value

It makes sense that the longer a client stays with your business, the more they will spend. They are also more likely to take your higher priced offers as their trust and love for you grows. Suddenly you are achieving higher revenue and higher profits without the advertising spend.

Repeat business is another one of those gold nuggets that you want to uncover. You want to encourage your clients to return to your business again and again.

How can you do it?

It doesn’t have to be a huge gesture. You don’t have to offer them a discount. Small incentives and loyalty programmes are a great way to increase your customer experience. And because you know them so well, you can offer them the kind of incentives that really matter – further cementing your relationship.

So if you are ready to grow your business by focusing on your current clients, then I am ready to help you with the strategy to do just that. Get in touch today for the marketing strategy to grow your business without the need to constantly chase new clients.

As a business owner you are going to make mistakes. It kind of comes with the territory.

But it is how you use those mistakes that is the important part.

Mistakes are a fantastic learning tool. Now I know that no one wants to think about learning when you are knee deep in a stuff up. But once the drama has settled and you are back to smooth sailing, you can reflect on what happened and put practices in place to ensure that it doesn’t happen again.

Unfortunately, the world of owning a small business is quite perilous. Many, many ventures don’t make it past their first couple of years.

To prevent the same fate from happening to your business, you need to become friends with failure and learn from your mistakes.

What do I mean?

Have a read and find out.

Making Friends With Failure

This might seem like an odd concept, surely you don’t want to embrace the thing that could put your business under?

But failure itself is not the problem.

It Is how you deal with the failure that really matters. Nothing is a failure unless you learn from it. However, this can be the hard part.

If something doesn’t quite work out, it is very easy to curl up in a ball and rock yourself in the corner with tears rolling down your face.

As tempting as it might be at the time, this is not the path to take! Instead, make the failure work for you.

Admitting that something failed is the easy part, but coming to terms with what happened and why it did is the hard part.

There are some ways that can make failing and learning from your mistakes a little bit easier. They are:

Learn From Your Mistakes By…

Ditching The Ego

It Is great to have confidence in yourself. But, there is a difference between being confident and having a big ego! Letting your ego get in the way will stop you from being able to learn from your errors.

Don’t be too proud to admit your mistakes. We have all been there. Even the most successful entrepreneurs have stumbled along the way – the Marie Forleos, the Gary Vees and even Steve Jobs can’t get it right all the time!

So, ditch the ego and admit to the world you aren’t perfect. It will help you to overcome any little (or big) whoopsies far quicker!

Don’t Be Afraid

There is a very famous quote by Erin Hanson that pretty much sums up why you shouldn’t let the fear of failure hold you back…

“What if I fall? Oh, but my darling, what if you fly?”

If you are too scared to try anything, then nothing will happen. It is better to try and not quite get there then it is to not try at all.

Make Your Business About Your Clients

Your business is not about you. It is about your clients and how you can help them to solve all their problems. Thinking you know what they need without actually checking, points back to the ego thing.

If you listen to your clients, take their feedback on board and implement it in your business, then there is less of a chance of failure. That’s not to say that it won’t happen, but at least you know that you will be on the right path.

Understand Failure Isn’t Permanent

Sure, mistakes will happen. They might have the potential to break you… but only if you let them.

You are in control of how a failure will impact your business.

One small failure does not have to mean the total failure of your business. If you can solve the problem and stop it from happening again, then you succeed.

If you can’t do that or choose not to, then that is when failure happens.

Think of mistakes as a little bump in the road. They don’t have to be the end of your journey, simply a little hurdle to get over and then you can continue forward.

If you want to make the right impression then it is all about the customer experience you provide. It will set you apart from your competitors and be the thing that keeps your clients returning to you again and again.

Let’s face it.

There are lots of options out there in the market. Your clients could get a similarly priced deal for similar services from another provider. And those services will probably be fine.

But you don’t want to provide products or services that are simply ‘fine’. You want to stand out from the rest. The experience they have with you and the way you make them feel will be the difference.

Let’s have a look at how customer experience can impact your business.

Why Focus On Customer Experience?

Other than the impression you leave on your clients, there are many benefits to having a great customer experience:

Increased repeat business and loyalty

Higher average spend

Longer and higher customer lifetime value

Increased competitive advantage

Higher revenue

And the biggest benefit by far is the strong relationships you can build with your clients. The better the relationship, the better you know them. The better you know them, the better you can serve them.

Serving them does not always have to mean a grand scale. In fact, there are many little things that you can do that will impact their entire experience. Often they cost very little, or nothing, to do. Simply think about how you can add value in a special way. The details and the personal touch make a big difference.

Building a great business is about creating amazing experiences in the moments of connection with your clients.

Mapping Your Customer Journey

Every client that encounters your business will take a journey with you. The journey begins with the first contact and continues right through to the very last piece of contact.

Every interaction with your customer is a chance to impress them.

By mapping out the journey that you would like your customer to have with your business, you can take control of every process that is involved. That allows you to tweak and improve every touch point your client has with your business so that you can make their journey smooth, hassle free and memorable.

Start your map by looking at where they first discover your business. Where does the lead come from, what is their first interaction like, and what are they experiencing?

Once you know these things you can explore if that first interaction could be better for your clients, if you could change anything, and if it logically leads them to the next step.

Once you have mapped out that first interaction, move onto examining the next. Then the next. Go through all of the touch points to see if the process is smooth, logical and pleasant for your clients.

‘Make every interaction count, even the small ones. They are all relevant’

– Shep Hyken –

Get Informed

Understanding how your clients get to interact with your business can not only improve things for your clients, but it can improve things for your business too. If you can get your processes humming smoothly, then there is less work for you and more return!

So, use all of the tools at your disposal to map out the customer journey.

Look at your analytics and metrics to see how the digital side is working. But don’t forget to talk to your clients. They are the ones taking the journey, so their feedback is invaluable to you. Only by having those conversations will you know if they are in fact taking the journey you want them to, or if the path is veering in a different direction.

Get into the mindset of your clients, understand their point of view and make sure you design the journey to delight reassure and connect with them along the way.

How is your customer journey looking? Does it need a bit of work?

If you are a bit stumped on how you can connect with and delight your clients, then don’t hesitate to get in touch with me here at The Marketing Baker. Working up the perfect recipe for valuable client interactions is one of the things I do best!

Owning and operating your own business can be challenging at times. There are so many different tasks to do and it can be hard to compete with the big guys – and their seemingly endless resources.

That is why collaborating with and supporting local small businesses is a great way to help each other succeed.

There is often an awesome camaraderie among small business communities that overrides a lot of the more competitive elements of business. By encouraging people to use small business, their money does not disappear into a large corporate vacuum. Instead, it supports everyday families to live the life they want.

If you support local small businesses, then more money is made and spent locally – which benefits the whole community.

There are many ways you can support and advance other small businesses. Check out these tips for how you can use your network to help other businesses grow:

Helping Other Small Businesses Grow Through Your Network

Refer Customers

People are always on the look out for products and services. Word-of-mouth recommendations are often the deciding factor for which businesses they will choose. Whether it’s a friend looking for a local tradesperson or a fellow entrepreneur looking for a service, refer them to a business you know and love.

There might even be opportunities from within your own business that you can pass on to others. Perhaps a prospective client approaches you with a job that isn’t a great fit for your services. But you know another business that would be able to help them. Refer them onto the other business.

This is a great way of supporting other businesses and can create a great strategic alliance. And it will make others more inclined to help you, too.

Share Resources And Knowledge

Money and resources can be tight for smaller businesses. A great way to help relieve this pressure is by sharing office space or equipment. This kind of partnership keeps costs at a minimum while maximising productivity for everybody. It’s a win-win!

Sharing industry and business knowledge with each other is also great for building relationships, improving your own services, and gaining professional development.

Shop Small

New Zealand’s workforce is made up by a surprisingly enormous number of small businesses. They are the lifeblood of the country and many, many families up and down our nation.

Lead by example! Support small business people as much as possible. Make a conscious effort to shop at local markets, and use New Zealand service providers whenever you can.

You know the love, passion and energy that has gone into producing those products or completing those services. Far more than anything produced by a large chain store. Plus, you tend to get way better service!

Partner With Them

Businesses often strike up partnerships and alliances to help each other gain more clients. This might take the form of a contra deal, if you both have products and services that the other requires. Or, you could have a referral partnership with a business that complements your own – for example, a furniture moving company partnering with a cleaning company for move-in and move-out deals.

Collaborate On Marketing Campaigns

This could take a few different forms. Marketing collaboration could occur over social media, by promoting and raising awareness of each other’s brands. You could reward customers with discounts or deals for shopping at certain supported businesses. You could even develop new products and services in collaboration with each other that showcase and promote the expertise of both businesses.

Paying It Forward

There is something amazing about knowing you have done something to help someone else. A simple referral can take you 2 minutes to complete. But the result could be some much more. It might mean that the receiving business books a job that pays for their groceries for this month. And who knows what you might receive in return next week?

When we all work together, we can create great things. I really believe this. And I would love to help your business succeed too. Feel free to get in touch with me if you need any help with your marketing or strategy.

Some of the best things in the world require more than one person to work well – hugs, kisses, conversations and dressing up as a horse for Halloween.

So why would business be any different?

Some of the best business things also need two people, coffee catch ups, collaborative brainstorms, the business-client relationship, and of course… strategic business alliances.

If you are looking for an innovative and effective way to scale your small business, you should consider establishing strategic partnerships or alliances with other companies. A good business partnership will build your brand recognition, increase your reach, and allow you to become known across a larger audience.

Will A Business Alliance Work For My Business?

Business alliances are great for any type of brand, whether you offer products, services or both. For example, a gymwear business could benefit from partnering with a sports accessory business that offers drink bottles, hydration packs, or fitness watches. A web design agency could partner with a copywriting business and refer work between each other.

Working in a strategic alliance is incredibly useful as part of your marketing strategy and is a cheaper alternative to other more expensive forms of advertising.

But you can’t just make any old alliance and expect the dollars to roll in. So, here is what you need to know about forming successful strategic business alliances:

Choose The Right Alliances

There are a few things to consider when looking for the best business to partner with. The first would be your target demographic. Their demographic needs to be a similar kind of client to yours, without a huge overlap in the people you have connected with. That way, you can both successfully gain more of the right kind of client for your business.

It is also very important to identify what you both want out of the relationship. How is this partnership is going to grow both of your businesses and what steps you will each take to get there? If your businesses are heading in different directions then your goals won’t align and the partnership will not be as successful as it could be.

You should also only work with brands that have a good, trusted reputation (or at least, ones with no PR scandals!)

Work With Your Competitors

While it might feel natural to want to compete with similar businesses, it is more beneficial to work together and support each other. There is plenty of work to go around. Different companies have totally different brands, styles, areas of expertise, and ways of getting stuff done. All of these things grab the awareness of different customers.

Every business will have a niche that they are targeting, but sometimes clients outside that niche will approach your business. If you are not the right person to handle the job, it is great to be able to refer them to someone that can help.

That way, the client gets the help they need and both businesses get to work in their own area of genius.

Size Doesn’t Matter

Connections with big, established brands are great if that’s the kind of collaboration you are after. These alliances can allow you to immediately access a large, pre-existing customer base. However, it is important that you don’t overlook the little guys in favour of chasing the big alliances.

You are more likely to make an arrangement with a smaller business as you are both at the same stage. Don’t discount startups either – everyone has to begin somewhere. Lots of smaller companies work with each other to achieve excellent results.

Here is a great example. Back in 2014, Spotify and Uber were growing their awareness. They had not reached the lofty heights of brand recognition that they have now. They arranged that people could preselect a Spotify playlist and it would already be loaded and playing when they climbed into their Uber. It was the perfect mix and both gained a large amount of exposure from the partnership. They are now both major global companies with histories of impressive and successful business partnerships.

Make It Work For Both Of You

The long-term success of a business alliance is dependent on finding solutions that work for both parties. It has to be a two way street. One person can’t shoulder all the work. You need to ensure the relationship is beneficial to you both.

Make sure to bring your best contributions to the table. What unique benefits does your company have to offer? What will their company gain from this deal?

Communication Is Key

As with any relationship, communication is key. Honesty is essential to any business alliance so that you can ensure you are both getting what you want from the arrangement and are happy with the process, as well as the results.

Knowing how to respectfully disagree with your partner business is important if something isn’t going well. As is being open and receptive to feedback or constructive criticisms of your own ideas.

If you want to know how strategic business alliances could work for your business, then get in touch with me here at The Marketing Baker. I truly believe that we can all work together to make our businesses great!

That is largely down to the sleazy tactics of some Multi Level Marketing businesses. But, network marketing does not have to be about trying to hock products to your friends.

If you put in a bit of time to build the right network, then you will have strong relationships that can not only help your own business grow, but also the other businesses in your network too.

What Is Network Marketing?

Good marketing is crucial to any business. But there are so many different types to consider when you are building your marketing strategy. Branding, blogging, packaging, social media posts, paid advertising, emails, newsletters, collaborations – the list is endless.

There is one very powerful type of marketing that most people tend to overlook. That is network marketing.

Network marketing taps into one of your most lucrative resources – people! Think of all the different people you are connected to through your business. This includes your suppliers, clients, other business owners, and professional networks and groups.

There is a wealth of opportunity to strengthen those relationships, get yourself known as an expert in your field, create collaborative business and also gain referrals.

The great thing about small business is that everyone is in the same boat. They all understand the need to grow your brand awareness and how hard it can be to do that. So, many are happy to support and promote one another, for the benefit of everyone.

The Power Of Networking

Networking is about making valuable connections for your business. You don’t need to sell something to everyone that you meet.

Investing in relationships with people who share your vision and values is a sure-fire way to grow your business. In fact, a strong networking connection can be more valuable to your business than any other asset. Your car or your printer can’t introduce you to new clients, but your networking connections can!

There is power in numbers. You by yourself can generate a certain amount of business, but it is probably going to cost you quite a bit. Not just the dollars you will need to spend on advertising, but in the time it will take you to get those clients over the line.

When you have a strong network, the people in it market your business for you. And they do it for free. In return, you show your gratitude by referring their business when you see someone that has a need for their products or services.

Benefits Of Network Marketing

It works – You might not see immediate results from this kind of marketing, but the more you get out there and get talking to people, the more you will receive in return. It can take a week, a month, or even a year before someone in your network needs your services, or knows someone that does. But as soon as that time comes, they will be knocking on your door or referring you!

Low cost or free – Most advertising comes with a hefty price tag. But networking really only costs your time and a few coffees. Or maybe a few hundred coffees by the time you are done! Using your community and network connections to promote your business can be very simple. You might even meet a business that complements your own, so you can both refer each other or work collaboratively on a project.

Personally fulfilling – Running a mall business can be lonely at times, especially if it is just you by yourself. But networking gets you out there with the real people, even if sometimes you can do it from the safety of your couch at 10pm from your smartphone. It is great for sharing your own knowledge and ideas, but it also helps you on a personal level as you can learn from others and develop your business.

Not a fad – Marketing fads and trends come and go, but genuine connections with people don’t go out of style. Establishing and maintaining one great relationship now could create years of loyal business for you in the future.

Networking is a powerful tool that you should definitely be utilising in your business. If you build a strong network, then you will also build your business’ ability to grow.

You know when people tell you there is no easy way to make money in business?

Well, that statement is only partially right.

There is a way to make easy money in your business, but it is a long term tactic that needs dedication.

Before this marketing tactic will work, you have to put in the hard yards. You have to build your brand, have a proven record of great service and have some really happy clients.

But once you have done all of that, there is one thing you can do to encourage some easy sales.

What is that one thing?

You can start asking for, or at least encouraging those happy clients to give you referrals.

What Is A Referral?

You know when you tell someone that they should go and buy jeans from a certain brand because they are the comfiest you have ever worn? Or to go and see a certain service provider because they will help you sort your business life out?

Those are referrals.

You are recommending a product or service to someone because you know it’s good. You want your happy clients to refer people to your business.

Why Are They Valuable?

People want to do business with people that they know and trust. But if you can’t do business with someone you know personally, then the next best thing is doing business with someone that a friend or colleague already knows and trusts.

That is why referrals are so valuable. They put you about 10 steps ahead of your usual starting point.

Normally people would come to your business knowing nothing about what you do or how you can help. They have to learn about your business from the beginning. And it is going to take them a little while to trust you enough to pay for your products or services.

But, if someone is referred to your business, they already have a little bit of trust that you are good at what you do. That is because someone that trust has told them you are amazing. The major barrier to making a sale is trust. So, someone that has been referred to your business is easier to convert from a lead into a paying client. Plus, you don’t have to pay any kind of an advertising cost to obtain them.

They are free, and they come to you already knowing that they want to work with you.

Encouraging referrals is one of the most powerful marketing tactics you can implement.

How You Can Encourage Them

So how do you encourage people to rave about your services?

Firstly, you need to do a good job. You do want positive referrals after all. That means taking every opportunity to impress your clients. Be polite and friendly at all times, under promise and over deliver, communicate, try not to miss deadlines, let them know if there is a problem and resolve it swiftly.

Once you have built a good reputation for your business, you can take advantage of it.

Your business is actually an infinite web of relationships. Every contact could introduce you to multiple new clients. But it won’t always occur to people to refer your business unless you put the idea in their mind.

It is not sleazy to ask for referrals if you do it right. Make it known that you prize referrals and treat them accordingly. You could even introduce some kind of incentive or a refer a friend offer.

Another great way to encourage referrals is to participate in online networking. Engage in the group and build a reputation for yourself. Show people your expertise by answering questions and posting valuable information. Then, when someone is looking for a product or service that your business offers, the other people in the online group can refer you.

Referrals are a fantastic free form of advertising that help you to make easy sales. They are a marketing technique that you certainly want to utilise in your business!

I bet the things that automatically spring to mind are Facebook ads, social media campaigns, emails, and even SEO.

But what about networking?

While it is not a well publicised as a marketing technique, networking can be an incredibly effective marketing method. It helps you to create real connections, make an impact and do it all on a very small budget. That is why it is the perfect marketing tactic for small business (well, any busies really!)

Let’s have a look at how you can harness the power of networking for your marketing.

Why Networking Is One Marketing Technique You Should Embrace

What Is Networking?

Networking is about building valuable connections. And those connections don’t always have to result in a sale. You could meet a great confidant, a complementary business to work with, or your biggest fan that will refer your business to other people.

Networking has come a long way since the breakfast time meetups of a town’s biggest players. It no longer has to take place in an organised fashion at an organised time, in one set location, with the same group of people hob-knobbing.

Now you can network all day every day. Every time you have a conversation with someone it is the chance to network. That doesn’t mean you should be ramming your businesses down the throats of everyone that you meet, as that is not an effective way to network. But be open to opportunity when it presents itself.

Our modern digital world means that you can also network online. Do it in amazingly supportive business group, on Facebook, on LinkedIn, really anywhere that business people hang out.

How To Network Effectively

These tips can help you make the most out of any networking opportunity, be it online or offline…

Be Prepared: Be like a boy scout or a girl guide. Show up prepared to mingle. Don’t be the person who is scribbling their contact details on a napkin because you forgot your business card. Also don’t be the person with their head stuck in their phone trying to make LinkedIn connections on the spot!

Be Genuine: Networking is about making valuable connections. You can’t make a true connection if you are trying to behave the way you think people want you to. Save yourself the trouble and just be yourself – the professional version of yourself that is!

Mix It Up: Don’t always attend the same groups or post the same things online because it is a familiar. Get out there and meet some new people, you never know what connections you might make.

Feel The Fear And Do It Anyway: Networking can be nerve wracking if you are an introverted person. But think of everything you could gain from doing it. And if you are a bit shy, start networking online first, then graduate to in-person events.

Have Your Elevator Pitch: It is not a good look if someone asks you what you do and you end up tripping over your words. So, have your elevator pitch all ready to wow them. An elevator pitch is your 2-3 sentences that say who you are, what you do, who you help and how you transform their lives.

Follow Up: Networking does not end when you walk out of an event. In fact, this is the most important time to kick into gear. If you don’t follow up with the people you meet, then chances are, you will fade off into the fuzz in their brain. A follow up message, email or call is a great way to stay in touch.

Why Networking?

Meeting the right people can really propel your business forward. Especially if you have taken the time to connect with them, so they know exactly what you do and who is your ideal client.

You can also use networking to pay it forward. Don’t think of networking as a one sided thing or you won’t get the most out of it. You want to use the opportunity to learn about the people you meet and how you might be able to help their business grow too.

Helping other businesses grow is a way to support the small business industry and to make even stronger connections with amazing people.

When it comes to small business marketing, you need to make every action count. With so many options it can be hard to know where to focus your attention – list building, social media strategy, Facebook ads, encouraging referrals, Google Adwords, networking… the list goes on.

Then you throw Influencer Marketing into the mix.

You might have heard of social media influencers, but how can you make it work for your business and how can you find a good one?

Let’s look how you can effectively use a social media influencer in your marketing strategy.

What Is A Social Media Influencer?

Influencer marketing has been around for decades. Think strategic product placement in movies, celebrities wearing a certain label, or sports people endorsing certain brands.

That is influencer marketing on a grand scale. In the digital age, social media has made it easy for everyday people to gain their own following and become influential in a specific market. A social media influencer will build their own personal brand to develop an interested audience. Their audience trusts them and their products recommendations.

At small business level it is very unlikely that you will be able to afford a celebrity endorsement. But there are plenty of other influencers that have decent followings that you could choose to work with.

Basically, influencer marketing works by the influencer posting about your product on their own social media pages, exposing it to their large and engaged audience. Suddenly, your products are in front of thousands of people who might not have seen them otherwise.

Knowing If It Is Right For Your Business

Influencer marketing does not work for every business, so you need to carefully consider if it will work for yours. Often influencer marketing works best in the B2C market. It helps if you have a physical product or a desirable service to offer.

Clothing, makeup, shoes, cute things for kids, beauty treatments, adventure experiences, and services that help people all do really well with an influencer. However, B2B services like accounting, admin, or marketing probably wouldn’t benefit much.

How To Choose A Good Influencer

When you work with an influencer, at the very least you are going to be giving them free product. So, you want to make sure you choose someone that is worth the investment.

First and foremost, you want to make sure they have the right kind of audience for you. There is no point advertising with a cat lover if your product targets sausage dogs! Their followers need to be a complementary audience that is full of your ideal client.

Don’t get bogged down by the number of followers they have. What you really want to look at is the engagement of the followers. If they have a high level of engagement, their audience are obviously interested in the content they post. But if their engagement is low, any posts about your products might not have the impact you want.

Micro influencers with a smaller audience can often be just as effective. Especially if they have a really niche following that your product fits into.

When hunting for a social media influencer, start with your own fans and followers. You might already have an influencer or two following you. If they are already familiar with your products or services then they are going to be able to endorse them more authentically.

If that doesn’t turn up any results, then get to researching who the big (or small) players are in your industry. Instagram is a popular platform for influencers, so start there.

How To Make It Work For Your Business

Once you have found the ideal candidates then it is time to open the conversation with them. Be clear on your expectations, what you want them to do in terms of posting and endorsement. Some larger influencers may charge a fee on top of your product donation. If they do, make sure you know exactly what you are paying for.

Before you begin working together it can be a great idea to draft an agreement between you both so that everyone knows what is expected. Ensure that your chosen influencer holds up their end of the bargain by committing wholeheartedly to what was agreed.

Once their posts go live, request detailed reports on the reach and engagement levels to track how successful the campaign was. Like any marketing investment, you need to ensure that it provides a reasonable return. So, set some goals for what you might like to achieve – are you raising your brand awareness, are you prospecting for leads, or are you going for sales? Understanding your goal will help you measure the results in the end.

Using a social media influencer can be a great way to gain brand awareness, reach a whole new audience, and generate potential leads. But you have to make sure it is an effective method for your business.

If you would like some advice on how you could make influencer marketing work in your business, then get in touch with me here at The Marketing Baker today. I can help you to see how it can fit with your overall strategy and if it is a sensible choice for your brand.